Detroit: Ford Motor said it plans to introduce eyes-off driving technology in 2028, beginning with a mass-market electric vehicle priced at about $30,000, marking a significant shift in how advanced automation is rolled out in the auto industry.
The move places Ford alongside rivals such as Tesla, General Motors and Rivian Automotive in the race to deploy so-called Level 3 automated driving systems, which allow drivers to take their eyes off the road under specific conditions.
Ford announced the plan at the CES technology show in Las Vegas, where it also unveiled a new artificial intelligence assistant and a redesigned vehicle software architecture.
Mainstream rollout breaks industry pattern
Unlike most automakers, which typically debut new automation features on premium models, Ford intends to introduce the system on an affordable, high-volume vehicle.
“It’s part of a broader strategy to put our best technology where accessibility and scale matter most,” said Doug Field, Ford’s chief EV, digital and design officer.
The first vehicle equipped with the eyes-off system will be built on Ford’s upcoming Universal EV platform, which is designed to support multiple vehicle types. Ford has previously said the platform underpins a midsize electric pickup scheduled for release in 2027, though the company did not confirm whether that model will be the first to receive the new system.
Focus on cost and efficiency
Ford said the new platform cuts parts by about 20% compared with conventional vehicle designs, reduces fasteners by a quarter and shortens assembly times, helping lower production costs.
The company has scaled back spending on large electric trucks and SUVs in recent years, shifting focus toward smaller and more affordable models developed by a dedicated internal team. Ford has committed around $5 billion to upgrade U.S. plants for EV and battery production as part of that effort.
CEO Jim Farley has faced pressure to deliver results after years of losses tied to shifting EV strategies and manufacturing challenges. Ford has said it expects to book about $19.5 billion in special charges through 2027 related to restructuring and investment changes.
What eyes-off driving means
The planned system would qualify as Level 3 automation under standards set by SAE International, allowing drivers to disengage from active monitoring in defined scenarios.
Ford currently offers a Level 2 driver-assistance system called BlueCruise, which allows hands-free driving on certain highways but still requires drivers to remain attentive.
Field said the Level 3 system will rely on a combination of sensors and in-house software to keep costs lower than competing approaches. He declined to outline a broader rollout timeline but said Ford’s goal is to eventually make the technology widely available across its lineup.
AI assistant and new vehicle software
Ford also announced plans to launch an AI assistant through its mobile apps in early 2026, followed by in-vehicle integration starting in 2027. The system is designed to provide vehicle-specific assistance, such as assessing towing capacity or cargo space using images provided by drivers.
The assistant will be supported by a new integrated software platform intended to serve as a central “brain” for infotainment, driver assistance, audio and vehicle networking.
Ford said the combination of automation, AI and software consolidation is aimed at delivering more consistent vehicle performance over time and strengthening its competitive position as the industry moves toward more software-defined vehicles.
